MASCULINITIES IN GREEN TRANSITION: Negotiating Gender Norms and Transforming Men’s Practices

A socially sustainable green transition requires the commitment and participation of women and men on an equal footing. However, opinion polls have recurringly shown that men have a lower orientation than women towards sustainable everyday habits and green consumer practices; a difference coined as the eco gender gap. This project seeks to investigate which intersecting dynamics foster or limit Danish men’s engagement in the greening of society and related changes in their everyday practices. Previous research findings indicate that traditional masculinity ideals and unhealthy ways of doing masculinity can act as a social/cultural barrier due to the strong cultural association between ‘greenness’ and femininity. If climate change policies and strategies are to achieve their desired effect, integrating a masculinities lens is crucial. Further, this lens provide knowledge on how to foster male engagement in outreach efforts of policy makers, organisations and municipalities.